Merchant Center & Feed Rebuild
Disapprovals cleared at source, GTIN, MPN and attribute gaps closed, and titles rewritten to lead with searched terms. Custom labels for margin, stock cover and seasonality.
London, UK
Google Ads Management in London
Demand capture for London brands, starting in Merchant Center rather than the campaign builder.
Delivered remotely for brands across London and United Kingdom.
Grow · London
Why London brands come to us for this
- Merchant Center feed built on VAT-inclusive pricing that matches the site, so price mismatch disapprovals stop starving your best SKUs
- Feed titles written in British terms — trainers not sneakers — because the query is the query
- Separate market feeds fed from Shopify Markets pricing, with delivery times and landed cost that match the checkout
- Brand split from non-brand so a founder-led London brand stops paying to reconvert its own audience
- Budget and target curve planned against Black Friday, Boxing Day and January sale auction pressure
Google is where a decision that has already been made gets executed. Somebody in the UK types the product, or something close to it, and the only open question is which shop gets the order. That makes this a distribution problem, and for a Shopify store the distribution runs through Merchant Center — which is why the first weeks of a London account are spent in a feed rather than in a bidding strategy.
For a UK feed that means specifics. Prices must match the site including VAT, or you collect price mismatch disapprovals that quietly starve your best products. Shipping and returns policy configured in Merchant Center rather than left to Google's guess. GTIN and MPN gaps closed, which on a jewellery or specialist food catalogue is genuine work. Titles rewritten to lead with the words British buyers type, in British terms, because a feed that says sneakers does not appear for trainers. Then custom labels for margin, stock cover and season so the structure can act on commercial reality.
Structure comes next. Brand isolated into its own campaign and budget, because in a London market where a founder-led brand may have real search volume of its own, blended ROAS will otherwise flatter an account that is buying customers it already had. Shopping and PMax carry the catalogue with asset groups split by margin band. Search covers the queries a feed cannot reach. Bidding to contribution margin comes at the very end, and every target change carries a written reason.
Local context
One account, several countries, and a feed that has to be right in each
The London-specific work is running Google across markets without letting one feed break another. A UK feed needs VAT-inclusive prices and UK shipping policy. A euro feed for EU targeting needs its own pricing, its own delivery times and — critically — a landed cost story that matches what the checkout will charge, or you buy clicks that abandon at the shipping step. We build feeds per market from Shopify Markets pricing rather than from currency conversion, keep the negative library shared so query waste is only solved once, and separate reporting so a strong UK account does not hide an EU one that is losing money. The calendar matters too: UK auction pressure builds from mid-November through Black Friday and again into the Boxing Day and January sale period, so budgets and tROAS targets are planned against that curve rather than adjusted after the fact from Albuquerque the following morning.
Scope
What Google Ads includes
The same standard of work we run for every client — applied to a London brand’s realities.
Full service detailBrand, Non-Brand & Conquesting
Branded demand isolated into its own campaign, budget and target so non-brand performance becomes visible. Competitor conquesting runs as a separate line, judged separately.
Shopping & Performance Max Structure
Asset groups split by margin band and product type instead of one catch-all, with listing-group bids, product exclusions and brand-term controls applied wherever PMax still allows them.
Query Mining & Negative Hygiene
A weekly pass over search terms and PMax category reports, with a maintained shared negative library so budget stops leaking into research, DIY and job-seeker queries.
Promotions & Merchant Programs
Merchant promotions, sale price annotations, shipping and returns policy setup, product ratings, and local inventory ads where you have stores worth feeding.
tROAS Bidding to Contribution Margin
Targets set from margin per product group rather than a platform default, moved in controlled increments, with a written reason attached to every bid and budget change.
Scoped and quoted for your London store
We do not work off a rate card. Every London engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
Feed & Account Audit
Merchant Center diagnostics, attribute coverage, campaign overlap and wasted spend scored against ninety days of search terms. You get the findings whether you hire us or not.
Fix the Feed
Titles, attributes, product types and custom labels rebuilt before any campaign work. A perfectly structured account on a bad feed still shows the wrong products to the wrong queries.
Restructure
Brand, non-brand, Shopping, PMax and Search rebuilt with hard budget boundaries and a shared negative library, so each line answers a different commercial question.
Bid to Margin
tROAS targets derived from contribution margin by product group and applied gradually, so the account keeps its learning instead of resetting it every Monday.
Mine & Expand
Weekly query mining, monthly feed reviews, then expansion into the categories the search data says you can profitably win. Nothing scales before the query set is clean.
Proof
Google Ads results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Performance Apparel (DTC)
~$6M/yr DTC, 900+ SKUs across size and colour variants, US · Shopify Plus
Returns ran at 31% and refund cost consumed the entire paid media margin. One size chart image served 40 different fits, and 62% of add-to-carts started on a collection page that never showed variant availability. The named constraint: no new product photography budget, so every fix had to come out of the existing asset library and the review corpus.
+29%sitewide conversion rate1.71% to 2.21%, five-month average
+14%average order value$84 to $96 once the threshold bar and cross-sell shipped
31% → 22%return ratenine-point drop, roughly $310k/yr in recovered margin
1.9x → 2.4xblended MERwith paid spend held flat throughout
Consumer Electronics & Accessories
~$9M/yr, 210 SKUs, US + AU · Shopify Plus (migrated from BigCommerce)
Meta ROAS had slid from 3.6x to 1.9x in a year and the team had spent twelve months buying new creative to fix it. The real cause was measurement: the BigCommerce checkout dropped 22% of purchase events and the Conversions API had never been installed, so both ad platforms were optimising on incomplete data. The named constraint: peak season was 14 weeks out, and the replatform had to be live and stable well before Black Friday traffic arrived.
1.9x → 3.4xMeta ROAS, once the 22% event gap closed60 days after server-side tracking went live, spend up 18%. Most of that is signal we recovered, not performance we invented — the honest number is the blended CAC below, which is measured against Shopify orders
-32%customer acquisition cost$44 to $30 blended across Meta and Google
4.1s → 1.7smobile LCPdesktop went 2.9s to 1.2s over the same window
+47%peak-season revenueBlack Friday through Cyber Monday, year over year
In their words
Clients on this work
Non-brand search revenue ~2x at flat spend
“Six thousand products and a Shopping feed nobody had touched since it was first generated — a third of it was disapproved and we had no idea. They rebuilt the feed off our real product data, fixed the GTIN and size attributes, and split brand off from non-brand so I could finally see what we were actually paying to acquire. They also cut the broad 'baby clothes' terms that were eating a quarter of the budget on people who were nowhere near buying. Spend is roughly flat and non-brand search revenue has close to doubled.”
Director of OperationsKids & baby brand, ~$5M/yr · Atlanta, GA
Verified via Shopify Partner referralFAQ
Google Ads in London — your questions
Several, fed from your Shopify Markets pricing. A single GBP feed targeted across Europe shows converted prices and UK delivery assumptions, which produces clicks that die at the shipping step. Separate feeds let you state local currency, local delivery estimate and duty-paid pricing that matches checkout, and they let you judge each market on its own numbers instead of hiding a losing one inside a winning one.
In UK accounts the usual culprits are price mismatch — because the feed price and the on-site VAT-inclusive price disagree, often after a promotion — and missing GTIN or incorrect identifier-exists settings on own-brand or bespoke items. Both are fixable at source. We work through the diagnostics by root cause rather than resubmitting, because resubmitting an unfixed item just restarts the clock.
Test it rather than assume it. For a London brand with distinctive naming and no competitor conquesting, brand paid clicks may be largely incremental-free, and a brand campaign holdout will show you that within a couple of weeks. Where competitors or resellers are bidding on your name, or your brand term is a common word, defending it usually pays. Either way it belongs in its own campaign so the answer is measurable.
By preparing the feed and promotions well before the auction heats up. Merchant promotions and sale price annotations need lead time to be approved and to build history, and structural changes made during peak week are a bad idea in principle. We lock structure in early November, use custom labels to prioritise stock we can actually fulfil, and move budgets rather than targets during the peak so bidding is not relearning during your most expensive fortnight.
Yes, once the feed and the exclusions are right. PMax on a clean feed with margin-segmented asset groups and brand controls is the strongest Shopping vehicle Google has shipped. PMax on a neglected feed is an expensive way to sell bestsellers to people who were buying anyway.
Because Shopping never sees your keywords, only your feed. Title, product type, GTIN and attributes decide which queries you are even eligible for. We routinely find a quarter of a catalogue disapproved or serving on the wrong terms, and fixing that moves revenue before a single bid changes.
Usually yes, but as a separate campaign with its own target and its own conversation. Branded clicks are cheap and convert well, which is exactly why blending them into non-brand hides whether the rest of the account works. Where the spend is material we run a holdout to see what is genuinely incremental.
Next step
Google Ads for your London brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.